Buyer research
Customer advisory board: choose the right conversation
Compare an advisory board with focused research and define a practical charter, membership boundaries and an advice-to-action record.
Read the guideWavelength insights
Closer to your buyers.
Practical guides to finding the right people, asking better questions, and learning what matters in your market.
Customer discovery
Understand buyer workflows, decisions and interview evidence.
Buyer research
Customer discovery interviews: meet potential B2B buyers
A practical approach to defining your audience, finding relevant people, and arranging conversations that help you understand potential customers.
Read the guideStart with the right person
The right company.
The relevant role.
First-hand experience.
Interview questions
Customer interview questions that reveal buying criteria
Twenty practical prompts for understanding workflows, priorities, evaluation criteria, and product fit.
Read the question guideFollow the evidence
Recent situations.
Real decisions.
Useful next steps.
Buyer research
Voice of customer research: build an evidence plan
Plan whose needs to study and which evidence can support the decision, using a coverage matrix and a request-to-need worksheet.
Read the guideConcept and message testing
Explore an idea, then test how clearly buyers understand its message.
Buyer research
Concept testing: prepare an idea for useful buyer feedback
A concept card, study-choice table and assumption ledger for preparing buyer research on an early idea.
Read the guideBuyer research
Message testing: find out what buyers understand
A method decision table and revision worksheet for investigating how buyers interpret a message.
Read the guideBuyer research
Pricing research: match the method to the decision
A method-selection table, package card and decision worksheet for planning useful pricing research.
Read the guideResearch analysis
Turn interview evidence into clear decisions and next questions.
Buyer research
Win loss analysis: compare buying decisions with care
Compare buying outcomes with an evidence worksheet that keeps competing explanations and missing perspectives visible.
Read the guideFor technology companies
Meet the buyers you’re building for.
Connect with relevant executives and operators for product conversations, candid feedback, and market insight.